Nationwide rolls out first in-house ad to bolster ‘people before money’ brand

Nationwide is launching its first internally created campaign, building on its ‘people before money’ positioning.

Despite the building society appointing VCCP to its £20m ad account in March, this is the first ad Nationwide has developed in-house.

It tells the story of a young man and his father who bond over a scarf, which when lost is returned via Twitter by a Nationwide employee. The concept aims to demonstrate that the brand puts customers first and ends on the tagline ‘on your side for generations’.

The ads debuted today 28 May and will be supported by a social media, digital and video campaign as well as press, cinema, owned and branch activity. The full 90-second version will run during the final of Britain’s Got Talent on 31 May.

Stephen Leonard, chief operating officer, marketing said: “As the world’s largest building society we have been on our customers’ side for generations. This brand campaign communicates our unique human values and delivery of an outstanding customer experience. The Nationwide brand is increasingly being seen as the compelling alternative to the high street banks. It is this difference that may help explain why we have now become the UK’s most trusted financial services brand with the most satisfied customers.

“At Nationwide we aim to be an authentic brand that consistently ‘does the right thing’ to create a virtuous circle for customers, employees and communities. Last week Nationwide recorded strong results demonstrating that it is possible to be successful by doing the right thing.”

Havas Media has handled media planning and buying while Aspect Film and Video produced the film.

Jennifer Faull

Jen Faull is Brands Editor at The Drum. Based in London, she has interviewed major business figures including top marketers from Mondelez, Unilever, Tesco, and Lidl.

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